After a 31-year run with Ogilvy & Mather, Cotton, Inc. has selected DDB Worldwide as its new advertising agency after a three-month review. Spending will be $20 million in 2004.
Work for the New York City agency includes developing an integrated marketing campaign to include television, print, the Internet and promotion.
A new campaign will begin in the spring, spokesperson Robin Merlo said.
“What tipped that balance was DDB’s creative insight into a key target market for cotton—women ages 18-34,” J. Berrye Worsham, Cotton, Inc.’s CEO, said in a statement. “They clearly understand the versatility of this consumer, her lifestyle and the media we need to use in a rapidly changing marketplace.”
DDB, a unit of Omnicom, was one of four finalists, which included Publicis, Lowe and incumbent Ogilvy & Mather/New York, Cotton, Inc. said.
Cotton, Inc. is the research and marketing company that represents upland cotton and is funded by U.S. growers of upland cotton and importers of cotton and cotton textile products.
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